National, Local Celebrities To Appear In Kentucky Speedway™ 2002 Ticket Ad Campaign
Kentucky Speedway will take its multi-market single-event and season ticket advertising campaign "off the race track" beginning Jan. 6, 2002, with billboards and print advertisements featuring national and local personalities not commonly associated with race events.
The four-month campaign will include outdoor, transit, newspaper and magazine advertising. Ads will primarily target the Greater Cincinnati and Dayton markets in Ohio, as well as the Kentucky markets of Louisville and Lexington. Ads also will reach Columbus, Cleveland and Toledo in Ohio, Indianapolis, Ind., and select West Virginia markets.
"The strategy is three-fold: build on the popularity of racing, raise awareness for our venue and support 2002 single-event ticket sales that begin January 7," said Mark F. Cassis, executive vice president and general manager at Kentucky Speedway. "We wanted to expand our scope to include endorsements from well-known people who are not normally associated with motorsports to let prospective customers know that our events appeal to a diverse audience. This campaign will certainly help us meet our strategic goals," Cassis added.
Advertising appearing in Greater Cincinnati and extended Ohio, Indiana and West Virginia markets will feature former Cincinnati Bengals wide receiver and current FOX/HBO television personality Cris Collinsworth. A Greater Cincinnati print ad will additionally showcase Bertrand Bouquin, head chef at the Maisonette Restaurant, one of the nation's longest-running Mobile Five-Star rated restaurants.
The Collinsworth advertisement reads: "Passes at 200 mph…I love auto racing." The Bouquin advertisement debuts a new recipe exclusive to Kentucky Speedway. The headline reads: "My latest recipe. Take 750 horsepower and add a dash of burning rubber…I love racing."
Kentucky advertisements will feature University of Kentucky Head Basketball Coach Tubby Smith and University of Louisville Head Football Coach John L. Smith in their respective cities.
The advertising concept, including the media buy, was developed and executed by the Cincinnati-based Powers Agency.
Kentucky Speedway will host race events on four weekends in May, June, July and August in 2002. Speedway officials anticipate a second consecutive sellout crowd for the return of the NASCAR Busch Series event on June 15, 2002. The speedway's inaugural NASCAR Busch Series event drew a standing-room-only crowd of 70,338 to set a Greater Cincinnati sports attendance record.
Beginning Monday, Jan. 7, 2002, single event tickets will be available and can be purchased five easy ways
- Online at www.kentuckyspeedway.com
- By phone at 1-888 652-RACE (toll free)
- By mail at P.O. Box 176248, Covington, KY 41017-6248
- In person at the Kentucky Speedway ticket office at 2216 Dixie Highway, Suite 200 in Ft. Mitchell, Ky., and at the track's Fan Center in Sparta, Ky.
- At all Tickets.com retail outlets located in Meijer, Play It Again Sports
and Hader Hardware locations